消費者透過網路投保財產保險考量因素之探討

Abstract

近年來，由於網路的快速發展，以及消費者需要快速及便利的投保需求，金融監督管理委員會自2014年8月起，開放保險業可以從事網路投保業務，增加了消費者購買保險通路的選擇性。但，與其它國家相較之下，至今我國的網路投保占整體保險業比例仍低，網路投保似乎還有很大的成長空間。 有鑒於此，本研究以消費者科技接受度、價格敏感度及促銷活動、保險商品複雜度及操作畫面的複雜度對消費者透過網路投保的意願。以投保前考慮因素、投保中考慮因素及投保完成後考慮因素為探討，再以顧客旅程地圖呈現出消費者網路投保各環節的體驗歷程。 研究結果發現，受訪者知道可以網路投保財產保險。選擇有知名度、金控背景及大眾媒體推播的財產保險公司網路投保。認為價格會影響網路投保意願，不會因為有促銷(贈品)而網路投保。高複雜度的保險商品，不適合網路投保。認為網頁操作上除汽車保險外，其他險種較容易操作。當網路投保完成後，一定要收到保險公司簡訊或其他方式通知已經投保成功，有助於提昇消費者的網路投保意願。保險公司透過大眾媒體及社群廣告，讓消費者知道網路投保之訊息。

In recent years, due to the rapid development of the Internet and consumers' need for quick and convenient insurance coverage ,the Financial Supervisory Commission (FSC) has been providing insurance coverage to consumers since the early 1990s. Since August 2014, the insurance industry has been allowed to engage in online insurance business, which has increased the choice of insurance channels for consumers. However, compared with other countries, the proportion of online insurance in our country is still low in the overall insurance industry, and it seems that there is still a great deal of room for online insurance. room for growth. In view of this, this study has taken into account consumer acceptance of technology, price sensitivity and promotions, complexity of insurance products and complexity of user interface. The complexity of consumer willingness to take out insurance through the Internet. The study is based on the factors to be considered before, during and after the application, and then the customer journey map is used to present the results of the study. Consumer's experience with various aspects of online insurance. The study found that respondents knew they could apply for property insurance online. Choose a property insurance company with a reputation, financial control, and mass media presence to apply online. The study found that respondents were aware that they could apply for property insurance online and that they would not do so because of a promotion. Insurance products with high complexity are not suitable for online application. It is easy to operate online except for auto insurance. When the online application is completed, it is important to receive the SMS or other notification from the insurance company that the application is successful. Willingness to apply for insurance online. Insurance companies use mass media and social media advertising to let consumers know about online enrollment.